Video-on-demand film service Blinkbox has struck a deal with MediaCom to get exclusive access to the ad inventory on its connected platform.

Through the deal, MediaCom’s clients, which include EA, BSkyB and Envirofone, will be able to run exclusive ads through Blinkbox’s platforms, including PC, PS3 and Samsung Smart TVs.

The sector came under the spotlight this week with the UK launch of US movie-streaming giant Netflix (nma.co.uk 9 January 2012), which arrived with content deals with studios such as Miramax, Lionsgate and MGM and broadcasters Channel 4, BBC Worldwide and ITV. It came on the back of news from rival LoveFilm, which annoucned it had bolstered its show archive with deals with the BBC and ITV.

Last April, Tesco snapped up an 80% share in Blinkbox (nma.co.uk 20 April 2011), which was previously owned by private equity firms Eden Ventures and Nordic Venture Partners.